With a tap of the app on his smartphone, Odessa native and former National Football League player Roy Williams became Rider Zero as Uber Technologies launched service in the Midland-Odessa area.

To celebrate the arrival of its smartphone app that connects riders and drivers, Uber is offering free rides in the Midland-Odessa area through Friday. Riders must enter the promocode “MLDFREE” into the Uber app to be eligible for free rides.

“Availability may be limited at times while we’re offering free rides,” said Leandre Johns, Uber general manager, in a prepared statement. “Just refresh your Uber app after a few minutes to request a ride, and you’ll be on your way.”

Debbee Hancock, spokeswoman for Uber, said users from Midland who used the service when traveling in Dallas or Houston, and Dallas and Houston residents who traveled to Midland on business, requested that it become available in Midland.

She said the company has been pleased with the enthusiasm of those who want to drive for the service.

There is no set route or schedule because Uber drivers can drive where and when they want, it makes it easier to hail a ride in areas where taxis or other mass transportation aren’t traditionally available.

Uber cited the experience of Odessa resident Amy Hendrick, who said the service allows her special needs son in Austin to move around the city in ways he couldn’t on his own, while her daughter, a student at TCU, uses it to get to events where parking is limited. Hendrick and her husband use it while traveling and look forward to using it in Odessa.

Drivers can use their personal vehicles to make extra money and the company estimates Uber has created over 20,000 jobs in Texas in less than three years. It can benefit anyone from stay-at-home moms who can offer rides while out running errands or veterans transitioning to civilian life after leaving the military. It’s estimated the majority of drivers work less than 10 hours a week.

When a rider requests a ride, available cars are displayed on a map giving their current location. The nearest driver is given the rider’s pick-up location, and the rider is given detailed information about the driver, from name to photo to the vehicle’s make, model and license plate number. To ensure safety, riders are urged to match the photo, vehicle and license plate before getting in the vehicle. Riders can also “share my ETA” with friends or family members who can track the trip while it’s in progress and ensure the rider arrives safely.

Riders rate and provide comments about their experience at the end of every trip and drivers also rate riders. A safety team monitors the feedback constantly in order to immediately address any issues.

New users can download the smartphone app for free on Uber’s website at www.uber.com. It can be used in more than 300 cities and 60 countries.